B2B SaaS / Fixed Asset Management
A leading fixed asset management software provider with a best-in-class product but a digital presence that undersold it. A content-led search strategy delivered a 569% increase in tracked keyword rankings and 367% growth in new users within a year.
The Challenge
FMIS had a best-in-class product but their marketing investment had not historically included specialist search expertise. Despite serving a sophisticated B2B audience, finance teams and asset managers searching for specific compliance and software solutions, they were largely invisible in search.
In a market where long-tail, high-intent queries drive significant pipeline, the absence of a coherent content strategy meant FMIS was missing the moment that mattered most: when buyers were actively researching.
Our Approach
We developed a content strategy built around FMIS's core product verticals: fixed asset management, IFRS 16 compliance, asset tracking, and sector-specific applications for education, NHS, and manufacturing.
Content clusters were built to position FMIS as the definitive authority on fixed asset management software, targeting the precise queries finance directors and operations managers use when evaluating solutions.
Technical foundations were strengthened to support the content programme, ensuring the site could be efficiently crawled, indexed, and ranked for the growing volume of high-value queries being targeted.
The Results
A 569% increase in tracked keywords means the site now appears for hundreds of relevant queries it was previously invisible for. The 367% growth in new users represents a significant expansion of the pipeline.
| Metric | Before Viaduct | After Viaduct | Change |
|---|---|---|---|
| Tracked Keywords | Baseline | +569% | 6.7x growth |
| New Users | Baseline | +367% YoY | 4.7x growth |
| Session Duration | Industry avg | 2x average | 2x |
| Content Coverage | Product pages only | Full topic clusters | Built |
| Pipeline from Search | Minimal | Significant | Opened |
We knew we had the best product in the market, but our digital presence didn’t reflect that. Viaduct Generation built a content strategy that positioned us as the authority in fixed asset management and IFRS 16 compliance - the 569% increase in tracked keywords and 367% growth in new users has opened up a pipeline we simply didn’t have before.
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